Apple’s proven knack for marketing premium hardware to consumers — excluding the underbaked Vision Pro — positions it to potentially dominate the foldables market shortly after entry. Many iPhone users have eagerly awaited a foldable device, but wouldn’t stoop to downgrading to Android for foldable hardware. This pent-up demand is large, and Apple is well aware of it.
Mark Gurman for Bloomberg News:
[T]he company is focused on addressing a few of the foldable category’s longstanding weaknesses. The company aims to make the inner display crease less visible and dramatically improve the hinge mechanism. And as part of the development of iOS 27 — which formally kicks off soon — Apple will prioritize software features tailored specifically to this new form factor.
Another reason why Apple is embracing foldables now: The format has become especially popular in China — a market where the company is eager for a turnaround… [C]onsumers in the region have shown a particular preference for the book-style form factor (the one Apple is pursuing) over the emerging flip-phone-style design.
The new foldable iPhone is also expected to cost at least $2,000, giving Apple a relatively easy lever to boost iPhone revenue — even if unit sales aren’t sky-high.
Ultimately, Apple’s foldable won’t revolutionize the category, at least not on day one. But it will still be a big moment for the industry. With its brand power, marketing muscle and engineering refinements, Apple could once again turn a niche product into a global hit.
MacDailyNews Take: The foldable iPhone will be a huge hit worldwide.
Apple’s foldable iPhone will sell millions of units upon release, regardless of the price, but even more if Apple can hit a retail price point around, or, better yet, just under, $2,000 per unit. – MacDailyNews, July 15, 2025
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